Australia Top Dream Destination for UK Holidaymakers

Hot on the heels of the Olympic Games, Australia is the destination UK holidaymakers would most like to visit - if money were no object - according to a MORI survey for ABTA released today.

ABTA found that 21% of those surveyed would like to take a trip to Australia, followed by 14% who would choose the United States*. The top destinations cited included New Zealand with 5% of the vote and Canada with 4%. Attracting 3% of the vote were the Maldives, the West Indies/Caribbean and - closer to home - Italy.

Equally important, 68% indicated that they were likely to visit their dream destination (20% certain, 21% very likely and 27% fairly likely.)

Commenting on the figures, ABTA President Stephen Bath said: "Australia has long been a dream destination for many of our customers and, with the Olympics earlier this year, it is likely to be front of mind for many British holidaymakers in the months ahead." He continued: "It is a tribute to the value for money offered by the UK travel industry that such a high proportion of respondents to the survey believe that their dream holiday is a real possibility in their future plans."

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Notes for Editors:

1. Attached is the complete listing of destinations and their comparison with 1998 figures (word format), when the MORI survey was last conducted.
   
   
2. Between 2 September and 24 September 2000, MORI surveyed 963 people, across the UK, who had taken a package holiday in the previous 12 months

   * USA 12% + Hawaii 2%

October 27, 2000

For further information contact:

Keith Betton or Sean Tipton - Tel: 020 7307 1900 (Office Hours)